Jaguar

Jaguar is the British car maker founded by Sir William Lyons, whose rule that a Jaguar should be a copy of nothing still defines the brand almost a century later. The company is registered at Whitley in Coventry, and its history includes the XK120 of 1948, the fastest production car of its time, and the E-type of 1961, which Enzo Ferrari called the most beautiful car in the world.

Jaguar is now resetting its range around electric cars, starting from a concept that carries more than 250 patents and opens a new lineage for the marque. Design is treated as the brand’s central argument: originality, imagination and artistry are presented as the values behind every model, and cars are conceived as objects of desire rather than products shaped by imitation.